INSITE OOH Media Platform

Citra Residence's Out-of-Home campaign created by Wealth Holding focuses on an aesthetic based on a strong visual identity looped in every design without compromising legibility. In the end, Citra Residence’s OOH is more about creating a repeatable visual style than conveying a lot of data, following Wealth Holding’s last OOH ad. 

The focal visual identity is always the CITRA lettering in a high-contrast serif font accompanied by two short lines distributed between left and right corners of the design: “THE BREATH OF THE LAND.” and “THE HEARTBEAT OF THE GREEN.” Everything else – the Wealth Holding visual identity, the hotline 19640, the location in New Zayed, and the website – stays low-key and small in the design, making it easy to recognize at a distance before looking closely.

One of the most compelling elements of the real estate campaign is the use of the color field. This is a subtle drifting ombre/blur effect which suggests the quality of light passing through leaves or the trailing quality of a sunset in a long exposure photograph. On the static unipoles, this is presented as a layered wash of deep greens, warm ambers, and subdued burgundies which provide the background in such a way as to convey a textural quality rather than an illustrative one. 

The gradients are not symmetrical; they move diagonally and horizontally in a way which allows the surface to become kinetic even when execution is still. This matters on large-format placements where flat backgrounds can look empty here, the "emptiness" is replaced by atmosphere and depth without introducing literal scenes.

In another visual, a model is seated, her shoulders relaxed, her gaze almost but not quite at the camera, wearing a clean white shirt and matching slouchy trousers. And her role here isn’t so much as a character as more of a physical indicator. She functions less as a character and more as a visual scale reference: a human presence that makes the billboard feel like a campaign image rather than a logo-only announcement.

Where it gets more interesting is where it transitions to digital. In some of the digital deployments, there is actually a greater emphasis on the extreme red-orange background. In addition, on the digital deployments, it’s more kinetic on a digital platform as opposed to print, as if the background is actually a living thing as opposed to a still image. 

Scale and placement are their own challenge. For large-scale unipoles, the billboard is a single image from a film: oversized logo, carefully placed text, and a single figure that holds up the right side of it all. For bridge billboards, scale allows any benefit of a split headline, and it allows the word mark to extend in a full presence; it reads practically like a title card. For vertical digital billboards, the red-tinted option actually performs well because it allows recognition of the logo, no matter how squished the composition gets; the background provides atmosphere, type provides identity. It’s all in how the frequency of a campaign is achieved, and how you don’t actually “re-learn” it with each exposure; you just learn it quicker.

To get more information about this campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.